In March, Mediapost published my commentary on Private Gardens, essentially a call to action for publishers to build their own walled gardens and take control of their destiny in the new reality facing the digital publishing industry. There is increasing realization among publishers that they need to be much more cautious in their relationships with – and dependence upon – walled gardens. Tine to think about scale differently and to find the opportunities to leverage loyal audiences for more stable growth and long term security. #redpill
I wrote this opinion piece for Mobile Marketer / Luxury Daily back in 2016. I was focused at the time on how the mobile ad user experience needed to up its game (pun intended) in order to content with the growing use of ad blockers (especially on mobile).
What I think:
I’ve always been a big believer that mobile ads require an even deeper understanding of context in order to succeed. They need to work harder to deliver value exchange between advertiser and audience. Further, the UX is still largely driven by the quality of the environment created by the publisher. I’m posting this today because the same themes seem even more (or still) relevant as Google Chrome roles out the Chrome Ad Filter. I’m still a big believer in publishers benefiting from a healthy scarcity. They can control the supply, the scarcity, and therefore affect the perceived value of inventory. This is still true. The more things change the more they stay the same.
Some very nice coverage of our work for Mazda and Mindshare in AdExchanger. Kelly Liyakasa talks to both our Spongecell CEO, Ben Kartzman and Adam Ray, head of programmatic at Mindshare UK. Adam shares some of the details of our Mazda case study and how we localized the video creative for multiple markets in Europe. Cool stuff that shows how a brand can leverage programmatic creative, even when they don’t have first party data as a signal.